Pixel Handler

It seems like the traditional corporate businesses often need to see a marketing tactic proven, while the younger generation is growing up with new media and social networking as just part of normal life. The active social media audience basically works of the proven and old fashion word-of-mouth (WOM) principles of accepting referrals from trusted connections. Last time I checked, WOM is still very highly effective in the business marketplace. My experience is the many business will need to grow into it, social networks are the modern niche audience, and like any prospect they will gladly do business with someone they trust.

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 Pixelhandler 001-PodCamp SoCal 07 [5:42m]: Play Now | Play in Popup | Download

This event is attended by both techies and non-techies alike. Many in the group are advocates of media publishing, including musicians, macintosh computer enthusiasts, Christian media publishers, businesses and people just in it for fun. The beauty of this event is the collaboration of people who share their expertise and experience in a free flowing mix of presentations and audience participation with questions, answers and advice.

The podcast concept is taking up speed as more publishers join the movement. One caveat is that many potential listeners (target audience) have a learning curve prohibiting them from becoming a podcast listener. A common opinion among media publishers is to promote their broadcasts using alternative terminology like internet radio or web tv show instead of the `P-bomb`. Many listeners may get turned off by the technical terminology, “podcast”. The movement began in 2003-2004; one proposal is that the first podcast was as early as 1945.

The main difference between radio and podcast broadcasting is that the latter can be repurposed across many delivery systems: mp3 players, internet, iPhone, email; and, the potential distribution is world-wide. A common misconception is that a podcast is recorded (not live) and radio with a live presentation is more interactive and appealing to the listener. This is just not true, many podcasts are broadcast live, using the internet with call-in and live chat interaction. While the podcast will not replace TV or radio it has the added value of a more select and targeted audience. This type of focus and trust relationship between the host and listener will most likely be sought after by advertises who would like to chime-in with a message to consumers.

For businesses this may prove to be a big bang for your buck promotion tool, or another vehicle to extend their brand impression. The key is targeting a niche market, many business will likely become a podcast advertiser in the not-so-far future. Also, business may find a creative way to provide value to their clients using this form of audio and visual broadcast over the internet. With tight or empty advertising budgets, many companies may begin to publish a promotion series on podcast and even distribute their message on an MP3 player or video iPod.

Also with this post is a video (click to download) featuring Chris Brogan co-founder of PodCamp, a free unconference that explores the benefits and uses of new media community tools. Brogan begins with an anecdote from a Bradey Bunch episode then wraps up with encouragement for a community of new media enthusiasts at PodCampSoCal 2007 in Ontario, CA. Click the gray arrow below to play a sound clip from the presentation.

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